Industry overview.

In Today world, the food industry is planning a significant role for an economy. In this business field there are millions of restaurant around the globe that serves food to more than billions of people each day. The food catering business starts from the ages, at that the operations held to deliver food to military and such things. Nowa days , there are different types of catering such are: restaurant catering , indoor and outdoor catering , airlines and railway catering, takeaways and food delivery catering , parties catering etc. In Malaysia this business has achieved the higher level of success. The reason of success is most of the population are working even the housewife are working for extra income that why they are unable and have no time to cook at home. The industry figure and facts of the food business shows positive income earnings. 3.0 Market demand and demographicThe concept of halal refers to the manner of producing goods and services in the manner approved by Islamic law or syariah. This involves not only food products and food preparation but also pharmaceutical products and financial practices. The halal food industry is thus crucial for Muslims all over the world as it serves to ensure them that the food items they consume daily are syariah compliant. It is an industry which is set for tremendous growth. With a global Muslim population of 1.8 billion, the market for halal food is estimated at US$547 billion a year (Dierks, 2011). This trend is expected to increase to USD2.1 trillion in tandem with the fivefold dynamics driving the global halal food market: growth in the Muslim population, the primary market for halal food; rising incomes in primary markets for halal food; increasing demand for safe, high quality food in primary markets; increasing demand for greater halal food variety in primary markets; and incidents of food marketed as halal but failing to meet halal requirements which has spurred demand for genuine halal products (Dagang Asia Net (2011). Malaysia is a leader in the halal food benchmarking. The United Nations has cited Malaysia as the worlds best example of benchmarking of halal food in accordance with the Codex Alimentarius Commission adopted the Codex general guidelines for the use of the term halal in Geneva in 1997. This is because a single halal standard is applied throughout the country with the result that the Malaysian standard has become the basis for the development of the worlds halal food industries (SME Annual Report 2006, 2007). This positioning, however, only means that it is imperative for Malysia to remain competitive in the global halal marketplace as this is not an industry without serious challenges (see for egs. Saifol 2011; Cole Ehmke, 2008; Porter, 2008; Sungkar, 2008; Dess, Lumpkin & Taylor, 2005; Barone & DeCarlo, 2003; Porter, 2001; Khoo & Smith, 1999). One such challenge is that of product differentiation that GEOGRAFIA OnlineTM Malaysia Journal of Society and Space 9 issue 1 (1 - 9) 2 2013, ISSN 2180-2491 meets customers needs and expectations to ensure competitive edge and business sustainability revolves (Barone & DeCarlo, 2003). Failure to respond to this challenge may erode Malaysias competitiveness of a halal food enterprise as a global player (Cole Ehmke, 2008). This paper takes a look at the current competitiveness state of Malaysias halal food industry and the efforts made to respond to the challenge of staying globally competitive in the industry.

Malaysia and the halal food industry The World Competitiveness Scoreboard has listed Malaysia in the top ten ranking (Figure 1). By extension, being the only Muslim dominated country in this top ranking Malaysia stands out as a potential leader in halal food industry compared to other Muslim countries, a situation which is helped by its international reputation as a progressive Muslim country. This is the edge Malaysia hopes to leverage in its aim to become a global Halal Food Hub by 2010 by raising its current global halal market share of one per cent to five per cent by 2010.

Figure 1. World competitiveness scoreboard The success of the halal food business in Malaysia is impossible without the concerted efforts, strategies and measures of the government to support the development of halal industry as identified in the Second Industrial Master Plan, 1996 2005; the National Agriculture Policy, 1998 2010; the Ninth Malaysia Plan (9MP), 2006 2010; and the Third Industrial Master Plan (IMP3), 2006 - 2020. Studies by researchers such as Ananda (2008), HDC (2008), Chang (2007), Rahman (2007), Raja Adam (2006), Ramli (2006), Seong and Rizal (2006), Riaz and Chaudry (2004), Nurwahida and Abdul Manaf (2009), Sungkar (2008) and Yusof (2004) all testify to the positive prospects of the Malaysian halal food product resulting from those state supports. GEOGRAFIA OnlineTM Malaysia Journal of Society and Space 9 issue 1 (1 - 9) 3 2013, ISSN 2180-2491 The positive outlook on Malaysias competitive edge in the halal food industry is echoed by subsequent measures taken by the government. Among these was the conception of a Halal Master Plan addressing issues of certification, sectored development, Halal integrity, implementation, timeframes and responsibilities. The Master Plan envisages three phases of the roll-out from 2008 to 2020 (Figure 2). In similar vein, the Third Industrial Master Plan (IMP3) of 2006 estimated the annual global market value for both food and non-food halal products at USD2.1 trillion. In lieu of this market prospect Malaysia's food manufacturers were encouraged to forge joint ventures with established food manufacturers, particularly from Australia and New Zealand, to service the ASEAN, Middle East, European and US markets which have sizeable Muslim populations. Local halal food products can gain easy access into these halal markets as Malaysia's Halal Certification is globally recognized. Source: Saifol (2011)

Figure 2. Phases of the Halal Master Plan for Malaysia The worth of the entire halal industry which also includes Islamic finance is currently estimated to be between USD200 billion to USD500 billion annually, with an annual growth rate forecast of 12% to 15% for the next 10 years. Malaysia is also no stranger to this industry. In fact, the Malaysian Halal Certificate is one of the most sought after certification by halal producers worldwide (Dagang Asia Net, 2011). In this regard the countrys Halal Research Council (2007) has listed eleven strategic thrusts to further develop and promote Malaysia as a global halal hub: 1. enhancing awareness about Malaysia as the centre for halal products and services; 2. managing the increasing competition from countries in the region; 3. leveraging upon outward investments to gain access to raw materials and enhance competitiveness; 4. enhancing R&D in product and process developments and leveraging upon latest technological developments to expand the product range; 5. developing halal-compliant services; 6. utilising and leveraging upon Malaysian Halal Standard to differentiate Malaysias halal products; 7. ensuring product quality and food safety; 8. undertaking systemic development of halal parks; 9. harmonising the halal certification process; 10. enhancing the coordination among agencies involved in the development and promotion of the industry; and 11. strengthening the institutional capacity of organisations involved in the development and promotion of halal products and services. Enhancing the competitiveness of the halal food industry A competitive advantage exists when a firm has a product or service that is perceived by its target market customers as better than that of its competitors. Unfortunately, entrepreneurs are often confronted with two myths surrounding the creation of a competitive advantage. One is that most good business opportunities are already gone. The other is that small firms cannot compete well with big companies. GEOGRAFIA OnlineTM Malaysia Journal of Society and Space 9 issue 1 (1 - 9) 4 2013, ISSN 2180-2491 Both of these notions are behind the fact that existing companies, large and small, do not typically welcome competitors for fear that it will threaten their current and future performance (Dess, Lumpkin & Marilyn, 2005). For some ventures, particularly those in markets where the products or services are less differentiated, answering the Why should the customer purchase from this operation rather than the competition? question can be difficult (Cole Ehmke, 2008). A key point to understand is that a growing business is often dependent upon a strong competitive edge that gradually builds a core of loyal customers which can be expanded over time.